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Effects of National Culture on the Development of Consumer Trust in Online Shopping

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Issue Date
2008-06
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.14 No.1, pp. 123-151
Keywords
consumer trustonline shoppingnational culturemoderating effects
Abstract
This research examines the impact of cultural values on consumer

trust in online shopping. Results from a survey of 289 respondents from

Korea and the USA show that the individualism-collectivism dimension

has indirect effects on online trust. It significantly interacts with the

perceptions of technical competency of online shopping systems, sellers

abilities, and sellers benevolent intentions towards consumers.

Although the effects of culture are indirect, this study shows that online

trust is not only based on the attributes of Internet sellers and systemrelated

factors but also on their interactions with the underlying

cultural norms. Differentiated website strategies across cultures are,

thus, recommended.
ISSN
1226-9816
Language
English
URI
https://hdl.handle.net/10371/1791
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of Business (SJB)Seoul Journal of Business Volume 14, Number 1/2 (2008)
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